Irish gaming giant Paddy Power has never been shy about taking a gamble and the brand’s latest move – partnering with Channel 4’s long-running reality TV show First Dates – is another bold step further into the mainstream entertainment sphere. Following up on last year’s cheeky sponsorship of the rebooted game show Password, Paddy Power is once again betting on non-sport TV content to reach and entertain new audiences, particularly outside its traditional sports fan base.
But for Paddy Power, this isn’t so much a risky bet as it is a strategic and logical next step in what brand director Leah Spears calls the brand’s “entertainment-first” philosophy. “We’ve always considered ourselves to be an entertainment brand more than a gambling brand,” she tells The Drum. “Even our social channels never talk about betting – it’s all about fun, mischief and cultural relevance.”
And culturally relevant First Dates certainly is. The Bafta-nominated show has been a fixture on Channel 4 since 2013, making it one of the broadcaster’s most beloved primetime formats. The new 14-month sponsorship deal, which kicked off last night (Monday, April 7), will see Paddy Power Games roll out 19 original idents, airing across Channel 4 and E4 throughout the year – including seasonal spikes around Valentine’s Day, Christmas and summer specials.
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Leaning into awkwardness
Created by BBH London, the idents are set in ‘Café du Chance,’ Paddy Power’s fictional dating bistro, with brand ambassador Peter Crouch front and center. From cringeworthy first date bill splitting to misread signals and shocking family confessions, the short spots serve up humor with a heavy side of relatability. “Like gaming, dating is full of moments where you wish you could just have another go,” says Spears. “That shared sense of unpredictability made First Dates feel like a natural fit for us.”
The idents don’t just riff on the awkward charm of the show – they are designed to seamlessly blend with it: “When we’re thinking about idents, it’s all about enhancing the show, not distracting from it. From the outset, we wanted our presence around the show to feel integrated and authentic, like it belonged there, not just a badge at the beginning and end of each episode.”
Crouch, who plays various roles in the spots, including chef, waiter and maître d’, is more than just a recognizable face. His self-deprecating humor mirrors Paddy Power’s mischievous brand tone perfectly. “Crouchy is a dream ambassador for us,” says Spears. “He takes awkward moments and makes them even funnier. We knew he was the one to bring this idea to life.”
A strategic shift from sport to culture
Paddy Power’s pivot into mainstream, non-sports programming began last year with its sponsorship of ITV gameshow Password and Spears says the response from audiences was immediate. “What we learned from Password is that viewers appreciate when sponsorships feel like a natural extension of the program. We wanted to do more of that – showing up in unexpected but culturally resonant places.”
This strategic shift reflects a broader ambition at Paddy Power to engage viewers through cultural moments that exist beyond sport, which has traditionally been the brand’s domain. “First Dates gives us that platform,” Spears says. “It’s culturally relevant, it’s loved by both men and women and it’s entertainment at its core. That’s the sweet spot for us.”
Indeed, part of the appeal lies in broadening the brand’s reach, particularly with women, a demographic Paddy Power Games has seen growing traction with in recent years. “Gaming has become a space where more women are active and First Dates is the kind of environment that allows us to speak to them more directly,” she adds. “That’s not to say it’s just for women; it’s entertainment for everyone.”
Extending the conversation
The deal isn’t just confined to TV screens. Paddy Power plans to roll out digital and social content in parallel with the First Dates broadcast schedule, tapping into key storylines and moments in real-time. “We work best as a brand when we react,” says Spears. “New episodes give us the opportunity to jump on cultural moments and make them even bigger, whether that’s a jaw-dropping date or a meme-worthy one-liner.”
This reactive model, already a hallmark of Paddy Power’s sports content, is being adapted for the First Dates universe. The team will push bite-sized clips, memes and extended skits across platforms like TikTok, Instagram and YouTube to fuel ongoing engagement.
It’s a model designed less for short-term performance and more for long-term brand love. “This isn’t a commercial play,” Spears points out. “We don’t track these partnerships based on conversions or revenue. It’s purely about association, entertainment value, consideration and trust. Ultimately, we’re building brand warmth.”
Regulated, but playful
Of course, not everyone is comfortable with gambling brands appearing in mainstream entertainment and Spears acknowledges the scrutiny. “We’re heavily regulated and rightly so. We only partner with brands and programs that align with our values and where we can show up safely. First Dates ticked all of those boxes. It’s responsible, it’s inclusive and it’s about giving people another chance.”
That final phrase, “another chance,” also happens to be the campaign’s title and central theme. It’s a neat alignment between gaming and dating, risk and reward, mishaps and hope. And it’s why the First Dates sponsorship feels like more than just clever placement, more a statement of intent.
Only just under starter’s order
With First Dates running through to June 2026 and plans for new content drops throughout the year, Paddy Power isn’t ruling out future partnerships in the entertainment space. “We’re always looking for unexpected ways to show up,” Spears says. “It doesn’t have to be sponsorship; it just has to be culturally relevant.”
With women set to take center stage in 2025’s sporting calendar – the Women’s Rugby World Cup and the Women’s Uefa Euros are just two of many huge events looming – maybe this is the perfect time to reach out to more women. One thing is clear: Paddy Power is betting big on culture.
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